Content Best Practices

Creating compelling product listings is crucial for attracting customers and driving sales. This page gives you the benchmarks at a glance; follow the links for the detailed best-practice guides.

1. Title optimisation

• Be descriptive: Include the product's name, brand, key features, and specifications.

• Use keywords: Incorporate relevant keywords that potential customers might use in their search queries.

• Keep it concise: Ensure the title is clear and not overly lengthy.

See: How to Create Effective Product Titles

2. High-quality images

• Multiple angles: Show the product from various angles to give a complete view.

• Zoom capability: Ensure images are high-resolution so customers can zoom in for details.

• Lifestyle images: Include photos showing the product in use or in a relevant context.

• Consistent style: Maintain a uniform style and background across all images.

3. Detailed descriptions

• Key features: Highlight the most important features and benefits.

• Specifications: Provide all necessary technical details and dimensions.

• Use bullet points: Make it easy to scan by listing key points in bullet form.

• Storytelling: Craft a narrative that connects emotionally with potential buyers.

See: Writing Bullet Points and Product Descriptions

4. Customer reviews and ratings

• Encourage reviews: Prompt customers to leave feedback after their purchase.

• Respond to reviews: Engage with customers by responding to their reviews, both positive and negative.

• Highlight positive reviews: Showcase top reviews in your listing to build trust.

See: Review Monitor — Child ASIN (includes the Amazon Vine programme).

5. Competitive pricing

• Research competitors: Regularly check competitor pricing to ensure your prices are competitive.

• Offer promotions: Use discounts, coupons, or bundle deals to attract buyers.

See: Using Deals Coupons and Promotions

6. SEO and keywords

• Use relevant keywords: Research and incorporate keywords that customers are likely to use.

• Hidden keywords: Use hidden keyword fields if available to improve search visibility without cluttering the listing. See the detailed guidance below.

Working with Hidden Keywords (backend search terms)

Hidden Keywords — also known as backend keywords or search terms — are an important part of Amazon product listings. They are not visible to customers, but they play a significant role in improving search visibility and ranking within Amazon's search algorithm. Used well, they improve discoverability and drive more organic traffic to your listings.

What matters when choosing hidden keywords

• Relevance. Choose keywords that accurately describe your product and match the search intent of potential customers. They should relate directly to your product's features, benefits, variations, or use cases — including variations such as colour, size, and material. Always ask yourself: what would you type into the search bar if you wanted to buy your product?

• Search frequency. Prefer keywords with a high search frequency. You can check the most-searched keywords in the emax digital tool under Search → Keywords (Search Frequency). The better the search frequency, the better the keyword — provided it matches your product.

• Stay up to date. Keep your hidden keywords current as market trends, customer preferences, and your products change. Regular optimisation helps maintain or improve your search ranking over time. Where relevant, add seasonal keywords (e.g. holidays or seasonal trends) and update them to capture seasonal demand.

Don'ts

• Don't repeat words already in your title — it is unnecessary.

• Don't overuse competitor names. It is tempting to add competitor names to capture their audience, but this can cause confusion and potential legal issues. Focus on your own brand and product attributes instead.

• Don't rely only on broad keywords. Broad keywords attract a larger audience but face stiff competition. Balance them with more specific long-tail keywords to improve your chances of ranking in relevant searches.

7. Product variations

• Organise variations: Clearly list different sizes, colours, or models available.

• Unified listing: Combine variations under a single listing to make it easier for customers to find what they need.

8. Mobile optimisation

• Responsive design: Ensure the listing looks good and functions well on mobile devices.

9. Enhanced brand content

• A+ Content: If your brand is eligible, use enhanced content like videos, comparison charts, and detailed images to enrich the product page.

• Brand story: Share your brand's story and values to create a connection with customers. You can also promote products in your Brand Story.

See: Monitoring Your A Plus Content

10. Regular updates

• Keep information current: Regularly update the listing to reflect any changes in the product or its availability.

• Monitor trends: Stay aware of industry trends and update keywords, descriptions, and images accordingly. To see which keywords are trending right now, use the Search Frequency Rank in the emax digital tool.

By following these best practices, you can create compelling product listings that attract potential buyers, give them all the information they need to make a purchase decision, and ultimately drive sales.